Everyday brands pair with couture in an attempt to boost branding
Implications - The digital consumer will take any opportunity to communicate their prestige, calling for more sophistication and novelty from all products. Everyday brands are pairing with higher-end brands as a result. The attempt to turn even food products into prestigious items speaks to the blurred lines of "status," despite the demand for seemingly luxurious products.
1. Co-branding - Collaborating with a higher-end or more specialized brand to produce unique versions of existing products presents a valuable opportunity for companies to tap into new customer bases and leverage shared resources.
2. Personalization - As consumers seek ways to make everyday products their own, companies can create new offerings that offer customization options to add some personal flair to otherwise standard items.
3. Fashion-tech Collaborations - The intersection of fashion and technology provides an opening for brands to create unique products and marketing campaigns, such as a brand-curated music channel, that target both the fashion-forward and tech-savvy consumer markets.
1. Food and Beverage - By collaborating with higher-end or specialty brands, such as Hennessy's silicon flask sleeves, food and beverage companies can add a touch of sophistication to their products and differentiate them from competitors.
2. Fashion - The crossover of high fashion and streetwear presents an opportunity for fashion companies to experiment with new designs and partnerships, such as Marc Jacobs and Ebbets Field Flannels' collaborative casting call cap.
3. Tech - As shown by Burberry's Apple Music channel, the merging of fashion and technology offer valuable opportunities for brands to reach new audiences through innovative marketing methods and product collaborations.